TO STUDY THE DIFFERENT MARKETING CHANNEL OF MAKHANA IN MADHUBANI DISTRICT OF BIHAR

The Present study entitled “To Study The Different Marketing Channel Of Makhana In Madhubani District Of Bihar.” it was found that the majority of respondents were having small size farm followed by medium size farm and large size farm. In age category it was founded that majorly the young age group is involved in production of makhana followed by middle age group and old age group. In education category it was found that 31 out of total respondents were illiterate and 89 respondents are literate under different categories of education. In gender category it was found that male proportion is high that is 95 as compared to female that is 25 which were involved in production and marketing of makhana in madhubani district. In caste category it was found that majorly the respondents were in General category followed by OBC category and Sc/St category. In family type category it was found that the majorly of respondents were living in joint family that is 104 followed by 16 respondents were living in nuclear family. In religion category it was found that the majorly the respondents were Hindu followed by Muslim and Christian. In the study it was found that there are two marketing channel which were involved in marketing of makhana in madhubani district of bihar is channel 1 (producer-wholealer-consumer) and channel 2 ( producer-wholesaler-retailer-consumer). The majorly preferred channel in marketing of makhana in madhubani district is channel 2 with 95 respondents response and 25 respondents response in channel 1. In channel 1 that total marketing cost is Rs 221, total marketing margin seen in channel 1 is Rs 360, marketing efficiency of channel 1 is 1.23% and producer’s share in consumer rupee is 52.63%. In channel 2 that total marketing cost is Rs 243, total marketing margin seen in channel 1 is Rs 407.80, marketing efficiency of channel 2 is 1.21% and producer’s share in consumer rupee is 47.98%.